Authentic loyalty through brand utility

Gone are the days of promoting your brand, of talking it up as the coolest brand around so that the customer loves you. We are now in the age of the empowered consumer, and these customers are skeptical of traditional marketing tactics, all they see is a gimmick. Traditional loyalty schemes don’t work anymore, as the brand is no longer in the position of power. Consumers have become savvy to the various marketing techniques, and have been let down by empty promises so many times that they are done with the brands that spend their ad budget on puffing themselves up, without having any real substance to back it all up. Behavioural loyalty vs Authentic loyalty Brands who market to their target audience with gimmicks will only receive a very fickle loyalty back in return. These brands are eliciting a ‘behavioural loyalty’, which is superficial and will last as long as the campaign that’s being run. Consumers will quickly see through any brands who are more concerned about what the consumer can do for their bottom line, than what they as a company can offer the public. The idea of ‘authentic loyalty’, on the other hand, is where a brand receives real and pure loyalty from consumers, as a result of enriching the consumer’s life. This type of loyalty is garnered through the brand providing the customer with a service or product that will actually prove useful in their life, not just prove to be a fad or a gimmick....

Curated Commerce

If you were to search for a “black dress” on Amazon.com right now, you would be faced with a daunting 472,962 results (at least, at the time of writing that was the figure… there will probably be even more results when you do it). Our access to information has never been better, which has certainly empowered the consumer, but at the same time has also effectively rendered them more indecisiveness than ever before, due to the sheer amount of information in front of them. Information overload has created the need for editors, tastemakers and curators to turn the world of choice into bite sized pieces that make sense. Consumers now find themselves in a space where they need an ‘expert’, to filter the information, and then feed it back in categories that make the information meaningful for the consumer. These experts are people whose opinions are trusted, and even sought out – they are the curators of taste. These curators effectively do the work for the consumer, by taking that sea of data available to everyone, and filtering it into bite-sized, and ‘approved’ pieces of information for the consumer to trust. A taste-maker’s stamp of approval helps to lead consumers out of their indecisiveness, and more often than not, towards the desired commerce. Who curates? Traditionally effective curation has originated with the editors and taste-makers of the world, and they still have their place in this digital information age. These curators still have weight when it comes to influencing the...

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